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WH Smiths Travel ramps up Island Bay Hard Seltzer listings following healthy sales.


Since November 2020, Island Bay Hard Seltzer has been available to purchase at WH Smiths Travel stores across the UK, the first 250ml hard seltzer to be stocked on their shelves.




Since launch, Island Bay Hard Seltzer has taken 20% share of the RTD hard seltzer sales in WH Smith Travel stores. Following their initial success, WH Smiths Travel have now expanded the hard seltzer into another 35+ stores, doubling their initial store coverage, further expanding their presence in key commuter locations UK wide.

Mudassar Aziz, MD of Island Bay Drinks said, “We launched with WH Smiths right at the beginning of the second national lockdown in the UK, so it was a worrying time to put a new drink on shelf but WH Smiths showed great faith in the brand and with top line sales exceeding expectations Island Bay Hard Seltzer has shown that it is becoming a customer favourite. Doubling the store listings so early shows just how well the drinks are performing on shelf and how Island Bay is the hard seltzer to buy in the 250ml format.”

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